The International Franchise Association (iFA) Annual Convention returned to Mandalay Bay in Las Vegas at the end of February, bringing together thousands of franchisors, franchisees, and industry partners to discuss where franchising is headed next. With more than 500 brands represented and many suppliers exhibiting, the convention continues to serve as one of the industry’s largest and most influential gatherings.
As is typically the case, the formal sessions were very valuable while some of the most useful insights came from hallway conversations, roundtables, and the occasional moment of reflection between meetings. This year’s event reinforced a simple truth, franchising continues to evolve quickly, and the brands that thrive will be the ones that combine entrepreneurial drive with operational discipline.
Lessons in Entrepreneurship from Daymond John
For me, one keynote that stood out came from Daymond John, and I took notes. Daymond is the founder of “For Us, By Us, (FUBU)” and a longtime investor on Shark Tank. He shared what he calls his “5 Shark Points,” reflecting on the lessons that helped him build a global brand.
Four of those Shark Points felt particularly relevant for entrepreneurs and franchise leaders alike.
Set Goals
Success rarely happens by accident. Being clear about both short- and long-term goals creates focus, accountability, and a way to measure real progress instead of just staying busy.
Do Your Homework
Preparation is a competitive advantage. Understanding your industry, your numbers, and your clients helps you make stronger decisions and build trust faster. The more prepared you are, the more confident and credible you show up.
Remember, You Are the Brand
Your reputation, consistency, and values matter just as much as the product or service you offer. How you show up every day, especially when no one is watching, shapes how others perceive and remember you.
Keep Swimming
Challenges and setbacks are inevitable. The key is persistence—taking one intentional step forward each day and continuing to move forward even when things get difficult.
This was a reminder that although franchising is built on systems, the success of those systems still depends on people. Speaking of people, let’s talk about AI.
AI as a “Thought Partner,” Not Just a Tool
Another session that sparked thoughtful discussion was the roundtable “AI Without the Overwhelm,” moderated by Jason Lee of Sentry Technology Solutions. The group compared how different organizations are experimenting with Large Language Models (LLM) and where those tools are beginning to create real operational value. Participants shared examples ranging from internal productivity tools to ways AI can support marketing, data analysis, and operational planning.
One comment from the discussion stayed with me, “Think of the LLM you’re using as a thought partner.”
That mindset can reframe AI from something intimidating into something practical. It becomes an assistant that can help structure thinking, challenge assumptions, and improve efficiency when used intentionally.
Franchise Should be Synonymous with Local
One initiative that hit close to home for many attendees was the iFA’s “Franchise Means Local” campaign. That effort hopes to reshape public perception by emphasizing an important reality. Franchise businesses are typically locally owned, small businesses, operated by people deeply invested in their communities.
While brands can be national or even global, the owners behind individual locations are often local entrepreneurs. They create jobs, supporting neighborhood economies, and build relationships with customers.
As franchising continues to grow, that message becomes increasingly important.
Things are Looking Up in the Franchise Industry
Despite ongoing challenges, from workforce management to rising costs, the overall mood at the convention was genuinely optimistic. According to the iFA’s 2026 Economic Outlook, franchising in the United States is expected to support nearly 8.9 million jobs and generate more than $920 billion in economic output this year.
How SingerLewak Supports Franchise Growth
That intersection of entrepreneurship and operational discipline is exactly where SingerLewak works with clients every day. Founded in 1959, the firm has spent more than six decades advising entrepreneurs, middle-market companies, and emerging brands on financial, tax, and advisory strategies that support sustainable growth.
SingerLewak’s Franchise Services Group expanded significantly in 2016 through a partnership with DCV Franchise Group, enhancing the firm’s ability to serve both franchisors and franchisees across the full lifecycle of development, from early expansion through mature multi-unit systems.
Looking Ahead
The iFA convention always provides an interesting snapshot of where the industry is going, but the most important conversations tend to happen after the event ends, when businesses return home and begin applying those ideas.
Franchising is, without a doubt, one of the most powerful models for entrepreneurial growth. With the right systems, data, and financial discipline in place, brands can scale while maintaining the local ownership and community connection that make the model so successful.
Is your franchise reaching an inflection point or preparing for its next stage of growth? Let us help evaluate where you are today and chart a path forward with confidence.
Christopher Stone
Director, Assurance & Advisory
949.623.0471
[email protected]
